Today, only 25% of the contacts between brands and consumers are managed by the brand itself. How do we deal with that? Do the same rules and practices still apply? Do we move from a culture of "story telling" to "giving a story to tell"? And what is the role there for the media and the ideas we produce?

1. From
Storytelling
To
Giving
a
story
to
tell

2. Media
Evolu7on
Media
Revolu7on

3. W@P the F?
The consumer leads the dance

5. By looking at the consumers brand behavior,
we see that it’s not just a shift of technology,
but a shift between generations.

6. Boomers Gen X Gen Y Next Gen
Age today ±45-65 ±35-45 ±21-35 ±13-20

7. Values
Boomers Gen X Gen Y Next Gen
Their
teenage
music
reflecting Everything Everything Everything Everything
their alltime should be should be should be should be
values original ultimate adaptable shared
Age today ±45-65 ±35-45 ±21-35 ±13-20

8. Focus
Boomers Gen X Gen Y Next Gen
Their
teenage
bedroom
wall
reflecting
their outcome experience creating contribution
focus my own
Age today ±45-65 ±35-45 ±21-35 ±13-20

9. Media use
Boomers Gen X Gen Y Next Gen
Their
generation’s
screen
reflecting
their
expectation Entertain Inform Let me Always be
from brands me me (co)create there
Age today ±45-65 ±35-45 ±21-35 ±13-20

10. NO!
Does this mean we have
to create seperate stories
to each of them?

11. Different groups of people enjoy
different aspects of the same brand
story.

12. NIKE fuel band
Boomer – The athlete as hero
GenX – A special product, a special experience
GenY - Everyone’s an athlete, I get inspired, tailored.
NextGen - The next generation of motivation. Nike is a brand with a mission.

13. The Voice
Boomer – Music entertainment
GenX – the experience of judging only by the sound
GenY – I can vote and choose my favourite
NextGen – This is what my friends chat about online

14. The Multiscreen Reality

17. Earn trust or paid trust

20. They control 75%

21. To
Giving
a
Story
to
tell
From
Storytelling

22. Why is it so crucial?

23. « There is nothing worse than not being talked about »
Oscar Wilde

24. What are the risks?

25. Positive conversation is positive

26. Negative conversation
is not that negative

27. How to give a story to tell?

29. 1. Start with
great stories,
great ideas

30. 2. Take a standpoint

31. 3. Invite to debate, converse

32. 4. Let people feel part of the experience

33. What if you have a story
that you’re not sure
about…

35. And now a sneak preview…

37. Take outs

38. Questions
@sebdesclee
sebastien.desclee@publicis.be